Frutiger Aero, sometimes known as Web 2.0 Gloss,[1] are retrospective names applied to a design trend observed mainly in user interfaces and Internet aesthetics from the 2000s, but falling out of fashion during the 2010s. The term Frutiger Aero is derived from Windows Aero, which exemplifies the style, and Adrian Frutiger, a Swiss typeface designer who was responsible for many of the humanist typefaces that were often used in older computing interfaces.
The style is characterized by its heavy use of shiny and glossy skeuomorphic features along with computer-generated renderings of nature, air and water shown alongside modern technologies.[2] The design style was popular in the 2000s because its skeuomorphic nature was intended to make it more accessible to consumers, but was displaced during the 2010s by a shift towards minimalism in user interface designs.
Characteristics
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Frutiger Aero typically features bright colors, skeuomorphism, glossy textures, and bokeh photography.[3][4] Common design motifs include blue skies, grass, water,[2] shiny globules, and tropical fish.[5] The design philosophy of Frutiger Aero has been described as "retro-futuristic" and representing a time of "technological optimism",[2] and the aesthetic itself has been called "playful" and "maximalist".[3] In a 2023 Dazed article, Amanda Brennan, the former Head of Editorial at Tumblr, said that "there's a lot of hopefulness in this aesthetic that Y2K doesn't have".[5]
History
editThe term "Frutiger Aero" was coined in 2017 by Sofi Lee of the Consumer Aesthetics Research Institute, an online community dedicated to developing terminology to describe consumer ephemera from the 1970s onwards. Lee devised the term to retrospectively refer to skeuomorphic tendencies in design popular roughly from 2005 to 2013.[4]
During this period, touch-screen devices began to enter the mainstream, and skeuomorphic and friendly designs were used to acclimate new consumers to touch-based technology.[5] Popular products incorporating what would later be called Frutiger Aero include technology such as the first-generation iPhone, the Samsung Galaxy S, and Windows Vista, as well as video games such as The Sims 3 and Fruit Ninja.[4] In addition, the popularity of the aesthetic spread beyond technology, and the design language can be found in other products of the time period, such as packaging designs for air conditioners, laundry detergent, and furniture.[5]
The aesthetic has since seen a revival among online communities, with videos analyzing a variety of interfaces being posted on TikTok and YouTube under the #frutigeraero hashtag in 2023. Additionally, a subreddit, r/FrutigerAero, has been established to discuss this particular style of design.[5] The aesthetic gained popularity among Generation Z in part due to nostalgia,[6] and because it serves as a maximalist alternative to modern minimalist corporate styles such as Corporate Memphis.[3] In addition, Brennan stated that the modern interest may arise from Frutiger Aero's nature-focused imagery and optimism, corresponding to increased environmental consciousness among Generation Z.[5]
See also
editReferences
edit- ^ Salah, Faisal (April 27, 2024). "Niche aesthetics finding popularity on social media, from Frasurbane to Frutiger Aero". The National. Archived from the original on July 19, 2024. Retrieved July 19, 2024.
- ^ a b c Bramley, Ellie Violet (December 14, 2023). "Frutiger Aero: the Windows screen saver design trend taking TikTok by storm". The Guardian. ISSN 0261-3077. Archived from the original on April 11, 2024. Retrieved July 19, 2024.
- ^ a b c Fear, Natalie (January 4, 2024). "Why Gen Z is infatuated with the Frutiger Aero design aesthetic". Creative Bloq. Archived from the original on May 13, 2024. Retrieved July 19, 2024.
- ^ a b c "Unveiling the Mystery: Exploring the Fascinating World of Frutiger Aero". Re-edition Magazine. Archived from the original on July 19, 2024. Retrieved July 19, 2024.
- ^ a b c d e f Holliday, Laura (February 3, 2023). "What is frutiger aero, the aesthetic taking over from Y2K?". Dazed. Archived from the original on July 19, 2024. Retrieved July 19, 2024.
- ^ Peñalosa, Gelene (June 7, 2023). "Let's all welcome back the Frutiger Aero aesthetic, to give us a whiplash of good nostalgia in these trying times". POP!. Archived from the original on July 19, 2024. Retrieved July 19, 2024.
Further reading
edit- Brown, Maria Gemma; Carah, Nicholas; Tan, Xue Ying (Jane); Angus, Daniel; Burgess, Jean (August 1, 2024). "Finding the future in digitally mediated ruin: #nostalgiacores and the algorithmic culture of digital platforms". Convergence. doi:10.1177/13548565241270669. ISSN 1354-8565.
- Cramer, Florian (April 15, 2024). "Speculative photography. An attempt (essay) of making visible (manifesto)". Artnodes (34). doi:10.7238/artnodes.v0i34.424946.